Customer’s evaluations are important for marketers as it provides a gauge of a company’s position in the market from a customer’s perspective in terms of quality, brand image, desire to repurchase, and oral marketing. Customers usually draw relative comparison using expectations and previous experience of similar products, and this relative comparison can be perceived as perceived quality or customer satisfaction. Purchases can be categorized as lower involvement or higher involvement, based on customer’s level of attention that goes on making these purchases for example a routine purchase is usually described as lower-involvement purchase whereas a special purchase would usually be of higher involvement. For experiential purchases, the evaluation is performed based on customer experience post service use. Credence purchases are usually the customer evaluation of extra services provided as they are unable to evaluate the experience of the primary service provided. The expectations to judge for marketers, usually arise from either personal experience, advice from someone, market ratings or reviews etc. Customers mostly look for quality, reliability, tangible ques like aesthetics, price etc., and quality in customer service like responsiveness, competence and empathy for the service provided. Customer feedbacks are the leading parameter currently used by companies to evaluate customer’s response to their products and make necessary changes. Customer Relationship Marketing (CRM) was used to be achieved by offering price discounts earlier but in recent time companies are charging their loyal customers as premium members to gauge their loyalty and price insensitiveness.
i. To discuss how core factors, tangible ques to quality like reliable performance, appearance of firm’s facilities, employees, communication material etc. and interpersonal aspects like customer service, personalized experience and swift resolution of customer’s queries, I would like to give the example of my purchase experience from online food delivery services like Doordash, GrubHub, UberEats etc. which I use very often. In these cases I judge these services based on appearance and ease of use of their applications, services and prices offered, ease of communication with customer service, professionalism in communication and personalized approach to customer’s query resolution. I find it that these greatly vary between these companies and that becomes the deciding factor for the purchase I choose to make among thse platforms.
ii. To perform this market research analysis, my primary approach will be to perform an initial market survey with free small sized samples to be provided for most popular expected combinations based on majorities from region of origin and online survey. The customer’s response for each combination will be mapped and counted and then the top three among them will be presented for launch. This process can be performed in a 6-month basis to keep the experience revived and the interest maintained in order to keep them happy.
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